Even if you make great product but the perfect name on an everything's. Amazing it doesn't sell itself so I think that was mindless typical us and I really believe just let it out there. Put into the stores and it would all work out and you really need that business aspect of things because in the ethnic exodus. Twelve race at home for wearing too much makeup. Fast forwards and Alan look at where I'll tell you I knew I know but I'm I'm I'm she took me to that he techniques on wrong arm encounter when I was thirteen. She was raised I cotton farm in central Texas at her and her sisters used to always put on their make up before they went out to pick cotton if you can believe that. Because thing is that actually provided at that point there was a sunscreen they knew it was for Kennedy again they knew it and sell my momma play. You know why you live in Texas on the sun I gotta get you starting to Wear foundation because it wasn't really got some screens at the time. The things that really stands out to me about your story you started off you almost sworn off corporate America. And then you ended up creating and founding one of the most important biggest. Twenty years ago we started urban day locked in a departments are it was basically way. Yet McCain's age and rat and that was about all you had options for and anything that sharks aren't mindful blue purple green but equality. So there was this interesting what we call white space in the industry twenty years ago that we like we could fill. Super high quality. Color cosmetics that work insurers staying. And different man kind of off and now you and your co founders people who have start eager to together you call each other tokens years yes I I did you come up with pat. Well it would co conspirators because. Our original vision glasses. We are gonna knock on the door of that cosmetics department we're gonna knock it definitely. So. We wanted to really make a fundamental change in how people you beauty and so that's why he came up but we're conspirators you have when you went for the first half and how to quit and you re re definitely we started with the tagline this pink pink Yukio does paint making now. And are one of the things we say now is everything we do a house to pass this litmus test house to be feminine dangerous and fun. So feminine just means it needs to be beautiful and make you feel beautiful dangerous means we wanted to have an edge to it and fund means it's make up don't think so users. Have you have anything so what would not pass the dangerous. Agency for. I. More sort of basic kind of beauty that poll like super basic look I think will be anchored everyone's asserted embrace they want to express themselves. I think we don't really show that in art dangerous sort of litmus test. If that's your thing. We have tools for that you know how much. Difficulty you have products so our last mascara perversion and there's a lot of controversy should we call it something else should we keep it's. Bigger blacker batter at states like. Dark thick volume arising mascara. And some people thought that that was pushing humble at ten months and you know we went with it so there it's definitely conversation around that sometimes product's name themselves they jobs. Like naked it named itself McCain's me. And then there's other times when I'm calling ever in the office dying we are doing a Pallet we need twenty shake means all hands on back. Start throwing things out how meat means a lot of emerges really pushing. Absolutely. Her out how can. What could be the most everything that we can get away with putting on packaging IC what's the most out there thing and then we try to work our way back into something that you could legitimately and on packaging that I really believe when it comes to do. Naming shades or any kind of creativity the outside the boundaries of what's okay. And then you can like. Bring it back again but if you start working within that box. You're never gonna get that sort of ultimate creativity that. When you actually your story in your trajectory what was the most typical lessons. About this there was this whole idea. Even if you make great product and put the perfect name on it and everything's. Amazing it doesn't sell itself I really believe that I can just put it out there. Put into the stores and it would all work out and you really need that business aspect of things because in the end make exodus. Sorry say it's. That's weird hybrid between art and packaged goods and that you think about it it's a lipstick right use it up. It's not and lie. Your laundry detergent right use an upbeat about another one except it's not wondered entered its beauty he put it on your face it's this thing. And have to speak to yourself how do you make. Something that you use and by over and over something that makes you feel beautifully one sitting in your counter in your make a lot at Kyle yeah it's not it's not just utilities and so that's that's perfect marriage of like art and commerce that has to happen beauty and I think it's a really. Rare thing most most businesses there there likely were packaged it's our it's fashion and this is an emerging of the TO. For people out there who want to follow patently hours I don't know the first business will be what's a good first. I think have a good first step is to have a great business plan and know what you want to achieve like what and what your knees start from there I want it's what you cheat and set your goals and is this idea how doable public weary in industry think about your distribution what you gonna do with your distribution where you gonna sell this thing. They sell it on TV maybe you're gonna salad in stormy years that the direct selling and you can have your own website but Ari Annie get traffic to let you really that think your distribution unit. Get people to buy your product catches in the ends it is a commercial. Enterprise even a that you have an artistic vision you have to think about. How you hate to use the word monetize that you and it should be able to keep doing what kept you go. It's sometimes it was hard not to give up on the dream sometimes I felt like oh my gosh Regis witnesses where it now. When countless forward any market two boys they Catholic. Bias. They don't buy this home and they just keep it real for me just that I am very passionate about make up I love beauty. Annan's I really felt like there was a change about to happen is. You know what's been happening in the last couple years where. People who are beauty junkies. We're going to catch on and they really wanted make up made for them by agencies so that's IC is like urban nikkei's make up for the Yankees by yankees and I think the world caught up with that where they really want to know that the person. Who's telling them what's put on their face whether their influence her or that product creator actually loves make up and actually understands Mecca.

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